Forcing you to watch ads

According to New Scientist, Philips has filed a patent for technology to force viewers to watch the ads in a program. Basically they plan to add extra flags to the Multimedia Home Platform that would stop controls from working until the ads are finished." From the article: "Philips' patent acknowledges that this may be 'greatly resented by viewers' who could initially think their equipment has gone wrong. So it suggests the new system could throw up a warning on screen when it is enforcing advert viewing. The patent also suggests that the system could offer viewers the chance to pay a fee interactively to go back to skipping adverts."